Are pharma marketers finally moving away from traditional TV advertising? Yes, but it’s a slow roll
Pharma marketers are finally starting to diversify the advertising media mix, a new study finds, but don’t count on any abrupt shifts away from tried-and-true TV.
Veeva Crossix’s health advertising report finds that while pharma advertisers are beginning to adopt streaming TV media, traditional TV budgets are still 8 times higher. Still, it is growing — pharma increased spending by 34% on streaming TV advertising over the past year.
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